Kantar Media has released lists of the most Tweeted about UK shows in 2016, to reveal how social media users and TV work together. The lists are split by sport and non-sport, series and individual broadcasts, plus most Tweeted about genres. It shows that the most tweeted about broadcasts of the year were Eurovision, The […]
Kantar Media has released lists of the most Tweeted about UK shows in 2016, to reveal how social media users and TV work together.
The lists are split by sport and non-sport, series and individual broadcasts, plus most Tweeted about genres.
It shows that the most tweeted about broadcasts of the year were Eurovision, The England Iceland Euro 2016 game and the Celebrity Big Brother final.
Carlos Sánchez, Global Director, Social TV at Kantar Media, said: “This data from our Kantar Twitter TV Ratings tool demonstrates that, although television is still the dominant medium, it doesn’t exist in isolation. TV content is consumed and interacted with across channels – particularly on social media. Brands that monitor and understand the social reaction to their broadcast campaigns gain significant and valuable insight into the conversation that consumers are having about them online. In 2017, we expect to see more of the industry adopting a holistic approach to planning and measuring strategies, which reflects the diverse ways that audiences engage with today’s media landscape.”
UK Social TV Highlights: 2016
This study looks at TV related Tweets sent between the 1st January and 5th December 2016, originating from the UK only.
Top Metrics Summary
• Total number of TV related Tweets sent – 42,374,456 non sports and 57,317,793 sports, a total of 99,692,249 in total.
• Total number of Impressions made – 11,262,632,580 non sports and 22,329,679,563 sports, a total of 33,592,312,143
• Total number of unique authors (people who sent a Tweet about Television) – 4,283,850 (including sports programming)
• Top broadcasts: Total number of Tweets and total number of unique authors for:
o Top one off programme / special broadcast:
Eurovision, BBC1, 14th May, 20.00 to 23.50pm
1.6m Tweets and 246k unique authors.
o Top live Sports event:
Euro 2016 England v Iceland, ITV, 27th June, 19.00 to 22.30 –
2.1m Tweets and 585k unique authors
o Top single episode
Celebrity Big Brother, Series 17 Final, Channel 5, 5th Feb 21.00 to 23.05
265k Tweets and 86.5k unique authors
o Top series as a whole
Celebrity Big Brother Series 17, Channel 5, 28/7/16 to 26/8/16
2.3m Tweets.
o Broadcast with top number of authors per thousand viewers
Love Island, ITV2, Series 2, Episode 2, 4th July, 21.00 to 22.00
65.6 authors per thousand viewers
• Single biggest minute
‘The Brit Awards 2016’, ITV, Feb 24 at 21:25
16,832 Tweets in one minute when Adele won a Brit award
• Most impressions live sports
Euro 2016 Final: Portugal v France, ITV, 27th June, 19.00 to 22.30pm
311m impressions.
• Most impressions non-sports
Eurovision, BBC1, 14th May, 20.00 to 23.50pm
177.9m impressions
Number of Tweets sent per genre:
• Commentary:
o Entertainment is the most Tweeted about genre accounting for almost half of Tweets sent about television, similarly to last year.
o Current Affairs has seen a significant increase in 2016 driven by Brexit and the U.S. elections and associated programmes, and accounts for almost a quarter of TV related Tweets, up 6% on 2015.
Sentiment analysis:
• Single episode with the most positive sentiment
Britain’s Got Talent Final, Series 10, Episode 10, 28th May, 19.30 to 22.05
46.4% positive sentiment, As this was the final, there was a lot of positive sentiment around the different acts on the show particularly Richard Jones the magician who won, and praise for the other acts such as Ashley Banjo, Woodward Music and Boogie Storm.
• Series with the most positive sentiment
The Voice Series 5
49.3% positive sentiment
Tweeting within the broadcast window versus Tweeting outside the broadcast window (24-7 tracking)
Kantar started tracking Tweets about television 24/7 on the 19th July this year. Previously, we looked at the broadcast window + half an hour either side. This analysis below looks at the 19th July – 5th December.
The below table compares the number of Tweets sent within the broadcast window to those sent outside of the broadcast window and shows that there is almost as much Tweeting about TV programmes happening outside the broadcast window as within, during this period. This demonstrates how much people are engaging with programming outside of the linear broadcasts, for example audiences may Tweet in anticipation of an episode or series airing, when they are watching on catch-up services and conversations continue to happen long after a broadcast has finished airing.
Top 20 most Tweeted about sports broadcasts in the UK, 2016
NB: The Kantar Twitter TV Ratings tool tracked the Olympics as a single ongoing event, rather than breaking it down into different broadcasts for different sporting events. Therefore the Olympic broadcasts listed below are measured in terms of overall conversations about the Olympics and not, for example, conversations about the 100m final.
1. Euro 2016 England vs Iceland, ITV, 27 June 19.00 to 22.30
2.1 m Tweets and 585k unique authors
2. Euro 2016 England vs Wales, BBC 1, 16th June, 13.30 to 16.30
1m Tweets, 329k unique authors
3. Euro 2016 Portugal vs France, ITV, 10th July, 19.00 to 23.25
961.1k Tweets, 315.2k unique authors
4. Euro 2016 England vs Russia, ITV, 11th June, 19.00 to 22.30
825.1k Tweets, 275.5k unique authors
5. Euro 2016 Wales vs Belgium, BBC 1, 1st July, 19.30 to 22.05
598.8k Tweets, 239.6k unique authors
6. Euro 2016 Slovakia vs England ITV, 20th June 2016, 19.15 to 22.30
554.6k Tweets, 224.8k unique authors
7. Match of the Day Live, BBC 1, 2016 FA Cup Final, 21st May, 16.15 to 20.25
509.8k Tweets, 172k unique authors
8. UEFA Europa League Football, BT Sport, 18th May, 19.00 to 22.30
459.3k Tweets, 162.9k unique authors
9. Live Premier League, Arsenal vs Liverpool, Sky Sports 1, 14th August, 15.30 to 19.00
450.5k Tweets, 136.3k unique authors
10. Live UEFA Europa League Football, Liverpool vs Borussia Dortmund, BT Sport, 14th April, 19.30 to 22.45
444.7k Tweets, 154.2k unique authors
11. Liver Premier League, Man Utd vs Arsenal, Sky Sports 1, 28th February, 13.00 to 16.00
395.2 k Tweets, 119.3k unique authors
12. BBC Olympics, BBC1, 16th August, 19.00 to 23.25
395.1k Tweets, 168.3 k unique authors
13. American Football Live, NFL Live: SuperBowl 50, BBC 2, 7th February, 22.50 – 03.30
386.1k Tweets, 127k unique authors
14. Live UEFA Champions League Real Madrid vs Atletico Madrid, BT Sport, 28th May, 19.00 to 22.30
374k Tweets, 126.9k unique authors
15. Wimbledon 2016, BBC 1 and BBC 2, 10th July, 11.00 to 20.00
362.3k Tweets, 174.6k unique authors
16. Live UEFA Champions League Arsenal vs Barcelona, BT Sport, 23rd February, 19.00 to 22.30
360.4k Tweets, 118.9k unique authors
17. Live Premier League, Man City vs Southampton, Sky Sports 1, 23rd October, 15.30 to 19.00
359.7k Tweets, 115.9k unique authors
18. Live Premier League, Live Nissan Super Sunday, Sky Sports 1, 23rd October, 15.30 to 19.00
359.7k Tweets, 115.9k unique authors
19. BBC Olympics, BBC 1, 14th August, 18.30 to 22.00
352.5k Tweets, 154.5k unique authors
20. Euro 2016 Portugal vs Wales, ITV, 6th July, 19.15 to 22.15
341.7k Tweets, 166.1k unique authors
Top 20 most Tweeted about individual broadcasts in the UK, 2016
1. Eurovision Song Contest 2016, BBC 1, 14th May, 20.00 to 23.50
1.6m Tweets, 246.4k unique authors
2. Referendum 2016, BBC 1/ITV, 24th June, 20.00 to 22.25
1.2 million Tweets, 552k unique authors
3. The Brit Awards 2016, ITV, 24th February, 20.00 to 22.25
1.1m Tweets, 300.9k unique authors
4. US Election 2016 Trump vs Clinton: The Result, ITV, 8th November, 22.40 to 06.00
907.9k Tweets, 248.8k unique authors
5. Referendum 2016, Referendum Result Live, BBC 1/ITV, 23rd June, 21.55 to 06.00
895.3k Tweets, 247.2k unique authors
6. US Election 2016, Election Night in America, BBC 1, 8th November, 23.15 to 06.00
862.1k Tweets, 231.4k unique authors
7. EU Referendum: The Great Debate, BBC 1, 21st June, 20.00 to 22.00
342k Tweets, 80.5k unique authors
8. Celebrity Big Brother Series 17 Final, Channel 5, 5th February, 21.00 to 23.05
264.6k Tweets, 86.5k unique authors
9. I’m a Celebrity Get Me Out of Here, ITV, 13th November, 21.00 to 22.45
262.6k Tweets, 135.2k unique authors
10. Celebrity Big Brother Series 17 Live Launch, Channel 5, 5th January, 21.00 to 23.00
241.1 Tweets, 93.1k unique authors
11. The Great British Bake Off Final, BBC 1, 26th October, 20.00 to 21.00
234.6K Tweets, 92.4k unique authors
12. EU Referendum, ITV, 9th June, 20.00 to 22.00
221.5k Tweets, 48.8k unique authors
13. The Great British Bake Off, BBC 1, 24th August, 20.00 to 21.00
198k Tweets, 85.2k unique authors
14. The 88th Annual Academy Awards, Sky Movies, 29th February, 01.30 to 05.00
196.2k Tweets, 42.4k unique authors
15. Love Island Series 2 Final, ITV 2, 11th July, 21.00 to 22.30
172.4k Tweets, 74.5k unique authors
16. Glastonbury 2016 Day 3, BBC 4/BBC 2, 26th June, 18.30 to 00.00
165.8k Tweets, 86.6k unique authors
17. Love Island Series 2 Episode 36, ITV 2, 4th July, 21.00 to 22.00
165.8k Tweets, 67.3k unique authors
18. I’m a Celebrity Get Me Out of Here, ITV, 4th December, 21.00 to 22.35
158.2k Tweets, 72.2k unique authors
19. EU Referendum, ITV, 7th June, 21.00 to 22.00
154.4k Tweets, 43.1k unique authors
20. Celebrity Big Brother Series 18 Live Launch, Channel 5, 28th July, 21.00 to 23.05
143.3k Tweets, 48.2k unique authors
Top 20 most Tweeted about programmes in the UK, 2016
1. Celebrity Big Brother Series 17, Channel 5/MTV
2.3m total Tweets, 13.4 k unique authors
2. Referendum 2016, BBC 1/ITV
2.1 m total Tweets, 384.6 unique authors
3. Eurovision Song Contest 2016, BBC 4/BBC 1
1.8 m total Tweets, 96.8 k unique authors
4. US Election 2016, BBC 1/ITV
1.8 m total Tweets, 240.1k unique authors
5. The X Factor, ITV
1.7m total Tweets, 16.6k unique authors
6. Love Island Series 2
1.6 m total Tweets, 12.9 k unique authors
7. I’m a Celebrity Get Me Out of Here!, ITV
1.2m total Tweets, 30.9k unique authors
8. The Great British Bake Off, BBC 1
1.1m total Tweets, 24.7k unique authors
9. The Brit Awards 2016, ITV
1.1m total Tweets, 300.9k unique authors
10. Big Brother, Channel 5/MTV
908.9k total Tweets, 5.3k unique authors
11. Celebrity Big Brother Series 18, Channel 5
900.8k total Tweets, 6.2k unique authors
12. Question Time 2015/2016, BBC 1
886.9k total Tweets, 10.2k unique authors
13. Daily Politics, BBC 2
784k total Tweets, 1.7k unique authors
14. EastEnders, BBC 1/BBC 3/BBC 4
625.6k total Tweets, 843 unique authors
15. Strictly Come Dancing, BBC 1
508.6k total Tweets, 10.5k unique authors
16. Britain’s Got Talent Series 10, ITV/ITV 2
478.2k total Tweets, 11.5k unique authors
17. The Andrew Marr Show, BBC 1/BBC 2
481.9k total Tweets, 4.4k unique authors
18. Question Time, BBC 1
438.3k total Tweets, 9.7k unique authors
19. Emmerdale, ITV/ITV 2
422k total Tweets, 310 unique authors
20. Match of the Day, BBC 1/BBC 2
388.7k total Tweets, 3.8k unique authors
Source: http://www.kantarmedia.com/uk
